WFTA executive director Erik Wolf and Lisa Simon, president of NTA, signed an agreement detailing how the new partners will establish a presence at each other’s annual trade shows and collaborate on member education initiatives and advocacy efforts. It’s a great pairing, said both leaders.
“We’re excited to be working with NTA,” Wolf said. “The food tourism industry has needed a better way to reach potential customers through packaging, and NTA’s members provide that support to WFTA. At the same time, WFTA provides NTA’s members with professional resources to plan and package food and drink as tourism products.”
“It’s the perfect blend. By partnering with WFTA, NTA members can connect with new business partners and trends in a market that continues to rise,” said Simon. “So much of the travel experience is wrapped around eating and drinking, and food travelers are always in search of new destinations and flavors.”
In a recent survey, 61 percent of NTA tour operators said they expect to increase the amount of business they conduct surrounding food and drink tourism, making it the highest-targeted specialty market. The WFTA’s research shows that American foodies, while traveling, spend almost $100,000 per minute every hour of the day on food and drink, which are the only tourism products that visitors purchase three times per day.
NTA and WFTA will promote membership in each other’s organization and encourage their members to each other’s signature conferences: NTA’s Travel Exchange 2014, Feb. 16-20 in Los Angeles, and WFTA’s World Food Travel Summit, Sept. 21-24, in Gothenburg, Sweden.